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Often, people ask me whether copy will guarantee results. I’m always absolutely, definitely, unreservedly sure of the answer: maybe.
Why? Quite simply, because there are so many variables. Let’s say I’m writing a sales letter. Its success depends on lots of things:
Is it written in a language that appeals to the reader? Do we even know
Continue reading Why wraparound marketing works
…or why, in the end, it doesn’t really matter. Just choose it, use it and make it work.
Often, I write for people who are just starting up a business. They need the works: web copy, sales letters, press releases, brochures. But before any of that, they have to make one crucial decision.What should they call
Continue reading What’s in a name?
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